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  • https://doi.org/10.69931/001c.142864Copy DOI Icon

Stakeholders’ Sentiment During Mattel’s “Wicked” Dolls Debacle

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Abstract

This study explores stakeholders’ sentiment during Mattel’s “Wicked” Dolls debacle using sentiment analysis. The analysis covers 1.19 million posts from Twitter (now ‘X’) collected via Brandwatch’s Consumer Intelligence Platform from November 1, 2024, to December 31, 2024. The findings reveal a predominant negative sentiment among stakeholders, with anger and disgust being the most prevalent emotions. Positive sentiment was linked to stakeholders who appreciated Mattel’s corrective actions. The study highlights the importance of timely and transparent communication in crisis management and recommends that organizations prioritize addressing stakeholders’ emotions to mitigate negative impacts and rebuild trust. These insights contribute to the existing literature on crisis communication and provide practical recommendations for improving organizational responses during crises.

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